Nike’s Kaepernick Ad Prompts Swift, Divisive Reaction

Nike selected former NFL quarterback Colin Kaepernick as the face of the campaign.

While with the San Francisco 49ers, Kaepernick started the movement to kneel during the national anthem to protest racial injustices.

The new ad says: “Believe in something, even if it means sacrificing everything.”

Nike stock dipped 3 percent after the announcement.

Former NFL player, market analyst and CNBC host Pete Najarian said making such a controversial figure the face of a marketing campaign is highly unusual.

“It’s really unique. It’s really stepping out of the box,” he said. “The market is down as well, so it’s not just this but part of the reason Nike stock is down is this decision.”

Najarian says Nike’s move could serve to prolong the “take a knee” controversy that has weighed on the NFL.

“We have seen some of the reactions, we have seen some of the ratings, which obviously have slipped and there have been stadiums that have always been sold out that are not sold,” he said.

Of course, any time the marketing arm of a major corporation makes move like this, it’s about selling product. So far, it’s not clear what impact this move will have on sales.

Reaction on social media was swift, with the hashtag #BoycottNike trending nationally.

Individual reactions were harsh.

Twitter user @sclancy79 lit a pair of Nikes on fire and could be heard saying: “Sorry Nike, I have been buying you for the past 20 years, no more.”

First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4

Name one job you’ve had where can stop work while on company time and disrupt the entire workplace. Yes, you have the right to do so, but having that right does NOT excuse you from repercussions from your employer. Krapperneck walked away from a multi-million dollar contract mid-season. Now nobody will sign him, boo who! And by the way, what does protesting the flag and the national anthem have to do with oppression or police brutality? Where were these protesters during the offseason? Nike made a HUGE mistake on this one.